THE LIVING SHELTER | JC Decaux
2019
Team: Edward Hu, Maysa Ghammachi, Kritima Arora, Nadia Papaefthymiou
This is a project that our class collaborated with Out of Home advertising agency JC Decaux to help them advertise their sustainable credentials to the public. The project was completed by our group with four students, and we created a sustainable campaign proposal as well as the brand visuals, according to the brief and the requirements of the agency. I was mainly responsible for the visual design and presentation.
1. Research and Analysis
According to our research, London is the fourth most polluted city in the world, and the level of nitrogen dioxide in the central area of London can reach 80g/m3, which is five times higher than the limit of EU. Therefore, through group discussion, our group decided to deal with the air pollution problem in London as the main direction of this project. On this basis, we conduct a further analysis of air pollution, and we find that areas with serious pollution are generally accompanied by the development of traffic system and the lack of green area.
Therefore, we focused our attention on the bus stops in central London and we thought of collaborating with TFL to come up with a "sustainable green stops" campaign, letting the bus stop become a place covered with greenery. And we tried to use the roof or the facade of the bus stops to create the green areas. So one of our team members recorded this idea and made the sketch.
2. Color palette
After discussion, we came up with a name for this project, "The Living Shelter". And we also planned to create a visual campaign for advertising it. First, in terms of color palette, we analyzed and displayed the colors of several plants mentioned in the project plan, and finally determined four basic colors as the main colors for the visual project after group discussion. Furthermore, we give the corresponding spiritual connotation of these four colors, which also represents the concept we convey and practice in this project. We used four images with distinct color trends to communicate Clear sky, Green plants, Vitality and Ambition.
3. Logo design
4. Poster design
Since this is only a proposal, we can't really implement "The Living Shelter", so we tried to show the final effect in the form of visual renderings and equal-scale models. And as shown below, I also made a motion graphics version of the poster.
5. Other visual outcomes
Thank you for watching!
